Corporate Social Review Magazine 1st Quarter 2012

A reassuring credo: ‘Brother at Your Side’! Most private companies embrace corporate social responsibility not only because it is the right thing to do but also because it strengthens their brand value. The relationship between brand image and Corporate Social Responsibility is strongest in areas like education, health, livelihood creation, skills development and empowerment of disadvantaged sections of society. E xposure to any type of well-conceived promotional initiative for a brand leads to more positive opinions about the brand in a consumer’s mind. Consequently, a promotional initiate emphasizing a brand’s affiliation with a social cause has a high degree of affinity. One company that has successfully made CSR a central part of their businesses is Brother International South Africa (Pty) Ltd., established in 1971. Their motto “Brother at your side” epitomises a commitment to make a positive difference through meaningful initiatives. A highly successful campaign to raise funds to fight cancer is the CANSA Corporate Relay for Life. The 2011 event raised R320 000 in cash and R1.2-million worth of donations for CANSA. “This is a very worthy cause and Brother International will definitely participate in the Corporate Relay for Life again,” said Wayne Everton, Director of Brother International South Africa. Another CSR project is Good Morning Angels, an initiative of Jacaranda 94.2 a radio station based in Gauteng, to help deserving individuals and organisations in need of funds or donations. One such organisation is The Children’s Medical Emergency Fund to help sick children from disadvantaged families to receive top medical treatment and after care; the NGO managing the fund also strives to reduce child mortality, improve maternal health, combat HIV/AIDS, malaria and other diseases, promote gender equality and empower women. Brother International worldwide sees CSR as an integral part of its profile and will continue to support these worthy causes. 50 CORPORATE SOCIAL REVIEW

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